Analisis Komitmen (Affective, Continuance dan Normative) Terhadap Kualitas Pelayanan Pengesahan STNK Kendaraan Bermotor (Studi Empiris pada Kantor Bersama Samsat di Propinsi Kalimantan Timur)
ABSTRACT: Adopting an internal
marketing approach, this study attempts to provide a deeper understanding of
the organisational commitment – service quality relationship in the service
context. This is done by empirically testing the relationships that the three
components of organizational commitment (affective, continuance and normative)
have with the service quality of customer-contact employees. The hypotheses
were framed by critically reviewing the extant literature in the areas of
services marketing and human resource management. A large sample comparative
study was conducted on employees in Kantor Bersama Samsat Di Propinsi Kaltim.
Study explore the important question of how the three components of
organizational commitment influence the employee-perceived service quality
differently in Kantor Bersama Samsat. The findings indicate that in Kantor
Bersama Samsat, both affective commitment and continuance commitment have
significant positive impact on service quality while in Kantor Bersama Samsat,
only affective commitment is found to affect service quality significantly.
Having established the commitment–service quality relationship, the implications
for designing internal marketing strategies are further discussed.
Keywords: affective commitment, factor analysis,
commitment, continuance commitment, normative commitment, regression analysis,
service quality
Penulis: Muchtar Hidayat
Kode Jurnal: jpmanajemendd100268
